Selling to a new customer is like planting a seed and waiting for it to grow–slow, uncertain, and resource-intensive. But selling to an existing customer? That’s like nurturing a healthy tree that’s already bearing fruit. Acquiring new B2B customers is ...

Webinars are one of the most effective tools in a B2B marketer’s toolkit. About three-quarters of B2B teams consider webinars one of the best ways to generate high-quality leads. At the same time, marketing efforts achieve maximum ROI only when ...

In an era dominated by digital channels, events remain one of the most powerful ways to create meaningful connections. Whether in-person, virtual, or a hybrid of the two, events offer unique opportunities for real-time engagement, trust-building, and lead nurturing. Delivering ...

Corporate values are the fundamental principles that guide an organization’s decisions and actions. These values form the bedrock of a company’s identity and articulate what it stands for. An organization’s culture reveals how these values manifest themselves in everyday workplace ...

White papers aren’t dead. They’re evolving. According to International Data Corporation (IDC), “While it’s true that attention spans are shorter and content formats have diversified, the white paper still holds a significant place in B2B marketing.” This is because the ...

For B2B marketers, truly knowing their customers is the holy grail, but getting there is no easy feat. Unlike B2C, B2B decisions are longer, more complex, and often involve multiple stakeholders with competing priorities. According to Cognism, “It’s not just ...

A relatively new buzzword making the rounds is “phygital” marketing, but is this concept new? The answer is not exactly. Phygital marketing is a portmanteau combining the words physical and digital. The term describes traditional or physical marketing, like in-store ...

It’s a fact: artificial intelligence (AI) is transforming the way businesses approach marketing. While the need to incorporate AI into marketing is a necessity, this transformation is met with uncertainty or even resistance by many teams. The root of this ...

To succeed, business leaders need to establish clear goals, allocate resources, identify challenges, and set a path for growth. Still, many companies operate without a written plan. So, what plans are vital to organizational success? A business plan provides the ...

Innovation isn’t just about launching external products or services—it often starts from within. Intrapreneurship, the practice of fostering entrepreneurial thinking and innovation within a company, empowers employees to develop new ideas, improve processes, and drive business growth. When organizations support ...

Consumers and businesses gravitate toward brands that share their values. This makes corporate ethics and sustainability non-negotiable. In an Ipsos survey, 66 percent of U.S. respondents say they buy from brands they believe reflect their values. With trust and transparency ...

Cold calls have long been a staple of sales. In some cases, calling on prospects who have not had any interaction with your organization can generate direct, real-time conversations, but those calls come with the downside of being intrusive to ...